 It's really about getting the right insights that are going to help them understand better what's going to motivate their consumers. It's not necessary to have a bunch of new products or brands. I think it's more about commercial innovation and making the most of what you have and putting them into new, exciting, engaging and entertaining programs. Regardless of what the economy is doing right now, you can come up with creative solutions to the program. It's just about thinking differently. Gen Y, more than any other generation, is very keen for authenticity and credibility and they can see through corporate speak. And so no better marketing discipline is set up to succeed in a marketplace like this than public relations and communications. This is our day. I think public relations agencies are perfectly primed to be successful in this marketplace. We're not about controlled messaging. We're not about 30-second spots. We are about conversation and we're about authentic, incredible conversation.